“The speed of a plane at the price of a car – whenever you need it.” That’s the tagline of Southwest Airlines, or at least it could be. A good way to test the effectiveness and strength of a strategy is to look at whether it contains a strong and authentic tagline. W. Chan Kim […]
One of the best ways to create wealth is to look for ways you can have an inner circle of exclusivity. If you’re doing a special introductory evening, don’t have it open to all comers; have it open to a certain number only. If more want to come, put them on a waiting list for […]
A restaurant for example could have VIP’s only invited to a free event where they could sample new dishes and decide which one was the best and should become a permanent part of the menu.
The growing popularity of e-commerce shopping has forced several prominent US retailers to close a number of their brick-and-mortar locations, which has led many to believe that mom-and-pop businesses will suffer a similar fate. While small businesses are by no means unaffected by e-commerce trends, they’ve proven to be more resilient than you might expect. —– Consumers […]
Tell client stories, not yours. People love a good story. Highlight what others are doing and talk about how you work with them. Quick example. I had a client in the waste and recycling industry. Not exactly a head turner. They were doing great things, but it wasn’t the sexiest topic in the world — […]
In a two-step direct-mail campaign, where you’re trying to generate leads rather than direct sales, there are four basic offers you can make: soft, hard, negative, and deferred.